One of the things that separates the guerrillas from the working stiffs is their love of free enterprise and aversion to being a cog in the vast industrial wheel. A lot of people dream about starting their own business and a home based business is a great place to start. Last week we explored the fundamentals for establishing such an enterprise. This week we'll discuss how to market and promote your product or service.

Begin with a marketing plan that defines goals and objectives, contains competitive research, outlines strategies and allows you to measure your achievements. You'll need to determine how much you'll charge. Fees are based on how much you can charge above your operating expenses and make a profit while remaining competitive.

Next, establish a promotional plan. The only way to generate business is to get the word out. You'd be surprised at how inexpensively this can be accomplished. If this is your sole occupation, time, energy and...

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